said 10 months, 1 week ago:
Great question. You may have noticed that when we do a webinar, our landing pages are rather short. That is because the barrier to entry is also very low (free).
When we are selling a ticket to a summit (typically $297) we need to provide a lot more detail to help assist in the buying decision.
I am writer by trade. I used to be a copywriter (short copy) and also a white paper writer (long form copy). So the medium also comes into play here as well.
However, having tested this extensively, for paid products long form copy ALWAYS out performs short copy. The key is to have lot’s of breaks and subheads so folks can easily skip to the next section visually. In addition, augmenting your copy with video is also helpful.
Here is some helpful reading: http://www.marketingexperiments.com/improving-website-conversion/landing-page-assessment.html